Maybe not so bad really. Lots of this kind of set ups around, and they're popular with folks, though this one seems to hit the details better than most.
It's meant for carp fishermen, who are inclined to set up home and chill out when they're out. I think the canoeists would find it an attractive option too.
I think the toaster thing is inspired though
No cast iron, no hassle to lift, neat closing lid, multi-purpose type cooking. I can see the appeal.